Creative Cities: o efeito borboleta das inovações (the Future of the Smart Cities)
R/GA at DAS: Using Data in Creative
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Transcript of R/GA at DAS: Using Data in Creative
Using Data in CreativeMichael Lowenstern, Managing Director of Digital Advertising, R/GA
Why gift-giving sucks
But gift-giving doesn’t always work out that way.
Deadweight Loss
(In economics, a Deadweight Loss is a loss of economic efficiency that can occur when
equilibrium for a good or service is not optimal.)
Data
(input)
Who wants candy?
How does this relate to Media & Display?
We give people shit they don’t want.
All. The. Time.
Data (sort of)
what time it iswhere you live
what you’re looking at nowhow much money you makewhat interests you may havewhat you looked at yesterday
what you’ve recently searched forthe weather outside your window
what your hobbies likely arewhat you are shopping forwhere you want to travel
how old you are
We usually only use data for part of the transaction
KeywordInterestContext
GeographyBehaviors
So, we still show people shit they don’t want to see.
Hmm.
The best advertising is a relevant answer to a question.
Quality Score
the user’s inputthe ad content the keywordthe historical performancethe landing page
++++
the user’s inputthe ad contentthe keywordthe historical performancethe landing page
++++
the user’s input = consumer
the user’s inputthe ad content
= consumer= creative agency
the user’s inputthe ad content
the keyword
= consumer= creative agency= media agency
When the consumer, creative and media are aligned,
When the consumer, creative and media are aligned,search ads are more relevant & CPC’s go down
Data
Data, passed to the creative
Data, passed to the creativemakes the message targeted
HDTV Shopper In specific DMARecent Mover
When Creative and Media are using the same data,Response rate goes up.
Cost goes down.Everybody’s happy.
Targeted Media is good.Targeted Media + Targeted Creative is better.